Ambreen Imam
One of the leading female designers in the business, Stella McCartney, has established a global brand with her British approach of tailoring with a feminine edge. McCartney has always been a vegetarian, and a firm supporter of animal rights, thus neither leather nor fur can be seen in her designs.
As the industry’s prime illustration of the commercial potential of ethical, sustainable enterprises, McCartney is one of the most outspoken advocates for environmental issues in the corporate world. The company’s policies, underlying business model, and its brand message are all influenced by sustainability.
On October 15, 2018, The Stella McCartney Cares Foundation, a breast cancer charity, was introduced. McCartney has a very personal connection to the cause because she lost her mother to the disease in 1998. The foundation runs a giveaway program for post-mastectomy bras. The bras are given to women in need all over the world through hospitals in the UK and the foundation’s website. The organisation also promotes environmental education, research, and awareness-building as it relates to the environmental impact of fashion.
The brand has always been vocal towards breast cancer awareness. For its seventh annual Breast Cancer Awareness campaign 2021, McCartney partnered with Netflix’s hit show “Sex Education” to raise breast cancer awareness.
The campaign titled, ‘Toilet, Teeth, Tits’ aims to encourage people of all ages to regularly perform breast self-examinations during their morning routines. The campaign also features exclusive t-shirts. For each T-shirt sold, the Stella McCartney Cares Foundation will donate one Louise Listening post-mastectomy bra.
Normally, a limited-edition lingerie set is part of the Stella McCartney’s Breast Cancer Awareness campaign, but for 2021, ‘Toilet, Teeth, Tits’ T-shirts will take its place. The T-shirts are made of pale blue organic cotton and have sporty front and back graphic features as well as heat-reactive dye that becomes pink when touched, cheekingly reminding ladies to check their breasts.
Figure 1 image courtesy of Stella McCartney
Alongside the t-shirts, comes a two-minute comedic, informative sketch starring Stella McCartney and actors from “Sex Education,’’ including Aimee Lou Wood, Chinenye Ezeudu, Sami Outalbali, Mimi Keene, Chaneil Kular, and Simone Ashley. The sketch aims to dispel breast cancer myths and educate young people about the value of self-examination. An educational material is also available for download in addition to the video.
Stella McCartney commented on the initiative in a statement, saying: “Breast cancer is an awful disease that has caused so much suffering to women and families around the world, including my own. I am proud to partner with a global service like Netflix and the amazing talent of Sex Education so that our Breast Cancer Awareness 2021 campaign can reach people everywhere.” More than ever, we need humour, and I’ve always thought fashion benefits from humour. We are now employing it as a tool to educate individuals of all ages to check their breasts, particularly younger ladies who might not be aware they should or who skipped mammograms during lockdown.
